Proud Source Water

Brand Insight

A Source of Pride

The son of a fourth-generation small-town family in Mackay, ID, Ryan Donahue, has long debated that the town’s natural aquifer produces the best in the country. But every story has two sides. Mackay, a former mining hotbed, is now in desperate need of a boost in jobs and economic growth. The economy relies on tourism, ranching, and the Idaho National Laboratory. But those jobs aren’t enough to sustain the town. This led Ryan to the idea that building an American made brand that is sustainable (regarding the water source and the packaging) could help support the local economic growth in small-town America.

In an effort to help build this brand and it’s noble cause, we helped to craft a brand story from which the brand identity and strategic messaging evolved in the the form of mission, vision, positioning, and branded copywriting. This was followed up by vessel design, packaging, collateral design, and even working with suppliers on quality assurance of final vessel and packaging production.